市場調查報告書
商品編碼
1466592
數位戶外市場:按類型、應用和產業分類 - 2024-2030 年全球預測Digital Out of Home Market by Type (Large Format Media, Place-based Signage, Point-of-Purchase Digital Signage), Application (Indoor DOOH, Outdoor DOOH), Vertical - Global Forecast 2024-2030 |
※ 本網頁內容可能與最新版本有所差異。詳細情況請與我們聯繫。
預計2023年數位戶外市場規模為222.1億美元,預計2024年將達243.3億美元,2030年將達到431.4億美元,複合年成長率為9.94%。
數位戶外媒體 (DOOH) 是指在消費者家中外用於行銷和廣告目的的數位媒體。它具有動態、互動式數位顯示螢幕,安裝在人流量大的地方,例如地鐵站和機場等交通樞紐、繁忙的街道、購物中心和商店。推動數位戶外市場的因素是,由於數位廣告的成本效益和可衡量性,人們越來越偏好數位廣告而不是傳統方法。各行業數位化趨勢的不斷成長也增加了數位戶外廣告的採用。然而,戶外數位媒體系統初始安裝成本高昂以及對能源使用的擔憂限制了市場的成長。此外,提高廣告品質、互動性和個人化的技術進步為市場成長提供了巨大的機會。
主要市場統計 | |
---|---|
基準年[2023] | 222.1億美元 |
預測年份 [2024] | 243.3億美元 |
預測年份 [2030] | 431.4億美元 |
複合年成長率(%) | 9.94% |
類型 增加使用大幅面媒體來吸引公眾注意力
大尺寸媒體通常是指安裝在高速公路、主要城市中心和旅遊景點等人流量大的地點的數位廣告看板和螢幕。這些格式非常適合品牌推廣和大規模行銷宣傳活動,旨在吸引大量受眾的注意。它們通常具有令人印象深刻的高解析度顯示螢幕,可以從遠處看到。地點指示牌包括安裝在特定地點的數位螢幕,例如購物中心、機場、火車站和醫療機構。與大尺寸媒體不同,基於地點的指示牌旨在吸引特定環境中的消費者,根據位置和受眾屬性提供相關內容和廣告。 POP(購買點)數位電子看板是指安裝在零售商店中的螢幕,特別是靠近收銀台和其他做出購買決定的地點。這些螢幕旨在影響客戶行為、推廣特定產品,並透過產品資訊、促銷和廣告等內容增強整體購物體驗。
應用對室內 DOOH 顯示器的需求不斷成長,可以留住消費者
室內DOOH顯示器主要安裝在商場、機場、地鐵站、辦公室等封閉空間。這些裝置專為封閉迴路境中的目標消費者量身定做,可提供較長的停留時間和深度參與內容的機會。室內 DOOH 之所以受到青睞,是因為它能夠在受控環境中接觸消費者,並能夠影響銷售點的購買決策。戶外 DOOH 包括安裝在人流量大的公共場所的數位廣告看板、交通顯示器和數位指示牌。戶外 DOOH 的優勢在於其廣泛的影響力和知名度,使其適合提高品牌知名度並向大眾市場傳遞訊息。廣告商喜歡戶外 DOOH,因為它具有巨大的視覺衝擊力,並且可以在不同的受眾在城市景觀中移動時吸引他們。
按行業分類:戶外數位媒體在設施環境中改善觀眾體驗的潛力不斷增加
商業 DOOH 應用主要包括零售環境、繁忙的商業中心和娛樂場所的廣告和促銷。該細分市場青睞具有高影響力、視覺刺激的內容,以吸引目標受眾並推動銷售和品牌知名度。 DOOH的基礎設施部門專注於交通樞紐、道路和其他公共基礎設施。人們需要對方向、廣告和公告有用的資訊內容。內容必須可靠可見並快速更新,以適應時間表和緊急資訊等變化。機構 DOOH 指的是教育、醫療保健和政府應用。這個市場青睞能夠教育、告知並增強觀眾體驗的內容。該領域的 DOOH 技術也用於公共服務公告和緊急警報。
區域洞察
由於美洲地區大城市和完善的戶外廣告基礎設施,消費者對 DOOH 的參與度很高。數位廣告看板、交通顯示器和互動式服務站很常用,因為它們可以向大量受眾提供即時、特定位置的內容。對程式化 DOOH 平台和資料驅動定位的投資持續成長,顯示市場向個人化和可衡量的廣告媒體傾斜。歐盟 (EU) 擁有龐大的精通技術的消費者基礎,GDPR 合規性決定了客戶資料用於廣告的方式。在歐盟國家,戶外數位媒體的特點是高品質的設計和節能技術,許多公司都專注於永續性和減少碳足跡。特別是在購物中心和交通樞紐等人流量大的地區,利用公共空間進行創新數位裝置正在引起人們的注意。數位轉型和智慧城市計畫是中東 DOOH 市場的主要驅動力。該地區豐富的消費者基礎和大量的遊客湧入正在推動對優質互動廣告體驗的需求。亞太地區的特徵是技術創新和人口集中,不同經濟體的消費者趨勢和行為差異很大。在城市快速發展的背景下,政府大力開拓智慧城市的舉措以及人們對數位廣告日益成長的興趣正在支持亞太地區的市場成長。
FPNV定位矩陣
FPNV定位矩陣對於評估數位戶外市場至關重要。我們檢視與業務策略和產品滿意度相關的關鍵指標,以對供應商進行全面評估。這種深入的分析使用戶能夠根據自己的要求做出明智的決策。根據評估,供應商被分為四個成功程度不同的像限:前沿(F)、探路者(P)、利基(N)和重要(V)。
市場佔有率分析
市場佔有率分析是一個綜合工具,可以對數位戶外市場中供應商的現狀進行深入而詳細的研究。全面比較和分析供應商在整體收益、基本客群和其他關鍵指標方面的貢獻,以便更好地了解公司的績效及其在爭奪市場佔有率時面臨的挑戰。此外,該分析還提供了對該行業競爭特徵的寶貴見解,包括在研究基準年觀察到的累積、分散主導地位和合併特徵等因素。這種詳細程度的提高使供應商能夠做出更明智的決策並制定有效的策略,從而在市場上獲得競爭優勢。
1. 市場滲透率:提供有關主要企業所服務的市場的全面資訊。
2. 市場開拓:我們深入研究利潤豐厚的新興市場,並分析其在成熟細分市場的滲透率。
3. 市場多元化:提供有關新產品發布、開拓地區、最新發展和投資的詳細資訊。
4.競爭評估及資訊:對主要企業的市場佔有率、策略、產品、認證、監管狀況、專利狀況、製造能力等進行綜合評估。
5. 產品開發與創新:提供對未來技術、研發活動和突破性產品開發的見解。
1.數位戶外市場的市場規模與預測是多少?
2. 在數位戶外市場預測期間需要考慮投資的產品、細分市場、應用程式和領域有哪些?
3. 數位戶外市場的技術趨勢和法規結構是什麼?
4.數位戶外市場主要廠商的市場佔有率是多少?
5.進入數位戶外市場的合適型態和策略手段是什麼?
[197 Pages Report] The Digital Out of Home Market size was estimated at USD 22.21 billion in 2023 and expected to reach USD 24.33 billion in 2024, at a CAGR 9.94% to reach USD 43.14 billion by 2030.
Digital Out of Home (DOOH) directs to digital media that are used for marketing and advertising purposes outside of the consumer's home. It is characterized by dynamic and interactive digital displays that are placed in public spaces, including transportation hubs such as subway stations and airports, on busy streets, in shopping malls, and at point-of-sale locations, among other high-traffic areas. The growing preference for digital advertising over traditional methods due to its cost-effectiveness and measurability driving the digital out of home market. In addition, the rise in the trend of digitalization across several sectors has increased the adoption of digital out of home advertising. However, the initial high cost of installation for DOOH systems and concerns related to energy usage limit the market growth. Furthermore, advancements in technology that improve the quality, interactivity, and personalization of adverts pose significant opportunities for market growth.
KEY MARKET STATISTICS | |
---|---|
Base Year [2023] | USD 22.21 billion |
Estimated Year [2024] | USD 24.33 billion |
Forecast Year [2030] | USD 43.14 billion |
CAGR (%) | 9.94% |
Type: Growing usage of large format media to catch the attention of a mass audience
Large format media refers to digital billboards or screens typically located in high-traffic areas such as highways, major city centers, and tourist spots. These formats are designed to catch the attention of a mass audience, making them ideal for branding and launching large-scale marketing campaigns. They offer visibility from far distances and often employ impressive high-resolution displays. Place-based signage includes digital screens located in specific venues such as shopping malls, airports, train stations, and healthcare facilities. Unlike large format media, place-based signage is aimed at engaging consumers in specific contexts, providing relevant content and advertising based on location and audience demographics. Point-of-purchase (POP) digital signage refers to screens positioned at retail locations, particularly near the checkout or where buying decisions are made. These screens are designed to influence customer behavior, promote specific items, and enhance the overall shopping experience with content such as product information, promotions, and advertisements.
Application: Rising demand for indoor DOOH displays to target consumers in a captive setting
Indoor DOOH displays are primarily located within enclosed spaces such as shopping malls, airports, subway stations, and office buildings. These installations are tailored to target consumers in a captive setting where dwell time is higher, offering opportunities for deeper engagement with content. The preference for Indoor DOOH stems from its ability to reach consumers in a controlled environment and its effectiveness in influencing purchase decisions at the point of sale. Outdoor DOOH encompasses digital billboards, transit displays, and digital signage located in high-traffic public places. The strength of outdoor DOOH lies in its broad reach and visibility, making it suitable for building brand awareness and delivering mass-market messages. Advertisers prefer outdoor DOOH for its ability to make a big visual impact and reach audiences across different demographics as they navigate through urban landscapes.
Vertical: Increasing potential of DOOH across institutional settings to improve the experience of the audience
Commercial DOOH applications encompass advertising and promotions predominantly in retail environments, bustling commercial centers, and entertainment venues. The need-based preference in this segment is for high-impact, visually stimulating content that captivates the target audience to drive sales and brand awareness. The infrastructural segment of DOOH is focused on transportation hubs, roadways, and other public infrastructure. The driving need is for informational content that can aid in wayfinding, advertising, and public announcements. Content must be reliably visible and rapidly updated to accommodate changes such as scheduling or emergency information. Institutional DOOH refers to applications within educational, healthcare, and government settings. The preference in this market is for content that educates, informs, and improves the experience of the audience within these institutions. DOOH technologies in this vertical are also used for public service announcements and emergency alerts.
Regional Insights
In the American region, consumer engagement with DOOH is high due to the country's extensive urban settings and well-established infrastructure for outdoor advertising. Digital billboards, transit displays, and interactive kiosks are commonly leveraged for their ability to reach a large audience with real-time, location-specific content. Investment in programmatic DOOH platforms and data-driven targeting continues to rise, indicating a market leaning towards personalized and measurable advertising mediums. The European Union sports a largely tech-savvy consumer base, with GDPR compliance shaping how customer data is used for advertising. In EU countries, DOOH is marked by high-quality designs and energy-efficient technology, with many companies focusing on sustainability and reduced carbon footprints. The creative use of public spaces for digital installations has been noted, particularly in regions with heavy footfall, including shopping centers and transport hubs. Digital transformation and smart city initiatives are major drivers for the DOOH market in the Middle East. The region's affluent consumer base and high tourist influx result in demand for premium and interactive advertising experiences. The APAC region is characterized by its technological innovation and large population centers, where consumer trends and behaviors vary significantly across the different economies. Strong government initiatives for the development of smart cities and a growing affinity for digital advertising amid rapid urban development support the market growth in the APAC region.
FPNV Positioning Matrix
The FPNV Positioning Matrix is pivotal in evaluating the Digital Out of Home Market. It offers a comprehensive assessment of vendors, examining key metrics related to Business Strategy and Product Satisfaction. This in-depth analysis empowers users to make well-informed decisions aligned with their requirements. Based on the evaluation, the vendors are then categorized into four distinct quadrants representing varying levels of success: Forefront (F), Pathfinder (P), Niche (N), or Vital (V).
Market Share Analysis
The Market Share Analysis is a comprehensive tool that provides an insightful and in-depth examination of the current state of vendors in the Digital Out of Home Market. By meticulously comparing and analyzing vendor contributions in terms of overall revenue, customer base, and other key metrics, we can offer companies a greater understanding of their performance and the challenges they face when competing for market share. Additionally, this analysis provides valuable insights into the competitive nature of the sector, including factors such as accumulation, fragmentation dominance, and amalgamation traits observed over the base year period studied. With this expanded level of detail, vendors can make more informed decisions and devise effective strategies to gain a competitive edge in the market.
Key Company Profiles
The report delves into recent significant developments in the Digital Out of Home Market, highlighting leading vendors and their innovative profiles. These include Aflak Electronic Industries Co., Bell Canada Enterprises Inc., Blip by ACME Intergalactic Inc., Broadsign International LLC, Christie Digital Systems USA, Inc., Cisco Systems, Inc., Clear Channel Outdoor, LLC, Daktronics, Electro-Matic Corporate, EMC Outdoor LLC, Firefly Systems Inc., Google, LLC by Alphabet, Inc., Hola Systems, Intel Corporation, JCDecaux, Lamar Advertising Company, LaneSquare Technology Pvt Ltd., LG Electronics Inc., Lightbox OOH Video Network, oOh!media Limited, Outfront Media Inc., Panasonic Corporation, Planar Systems Inc., ProSigns Global, QMS Media Pty Ltd., Sharp NEC Display Solutions Europe GmbH, Stroer CORE GmbH & Co. KG, The Neuron Holdings, Inc., TPS Engage Inc., Ultravision LED Solutions, Visual LED Systems, and Xtreme Media Pvt. Ltd..
Market Segmentation & Coverage
1. Market Penetration: It presents comprehensive information on the market provided by key players.
2. Market Development: It delves deep into lucrative emerging markets and analyzes the penetration across mature market segments.
3. Market Diversification: It provides detailed information on new product launches, untapped geographic regions, recent developments, and investments.
4. Competitive Assessment & Intelligence: It conducts an exhaustive assessment of market shares, strategies, products, certifications, regulatory approvals, patent landscape, and manufacturing capabilities of the leading players.
5. Product Development & Innovation: It offers intelligent insights on future technologies, R&D activities, and breakthrough product developments.
1. What is the market size and forecast of the Digital Out of Home Market?
2. Which products, segments, applications, and areas should one consider investing in over the forecast period in the Digital Out of Home Market?
3. What are the technology trends and regulatory frameworks in the Digital Out of Home Market?
4. What is the market share of the leading vendors in the Digital Out of Home Market?
5. Which modes and strategic moves are suitable for entering the Digital Out of Home Market?